Diffusion theory, which comes from
the communications discipline
is a theoretical approach concerned with how innovations, or ideas perceived as
new, are communicated through channels over time among the members of a social
system.
E.M.
Rogers in 1962 developed the Diffusion of Innovation (DOI) Theory, which is one
of the oldest social science theories. It originated in communication to
explain how, over time, an idea or product gains momentum and diffuses (or
spreads) through a specific population or social system. The end result of this
diffusion is that people, as part of a social system, adopt a new idea,
behavior, or product.
This
theory has been used successfully in many fields including communication,
agriculture, public health, criminal justice, social work, and marketing. For
example, in public health, Diffusion of Innovation Theory is used to accelerate
the adoption of important public health programs that typically aim to change
the behavior of a social system. That is to say, an intervention to address a
public health problem is developed, and the intervention is promoted to people
in a social system with the goal of adoption.
Information,
Education and Communication(IEC) can be defined as an approach which attempts
to change or reinforce a set of behaviours in a “target audience” regarding a
specific problem in a predefined period of time.
Diffusion
theory works in IECs by using media or interpersonal contacts to provide information
and influence opinion and judgment. For example, a new family planning method is diffused - or
spread - to an audience using various communication channels.
Studying how innovation occurs in IECs, E.M. Rogers (1995) argued that it
consists of four stages: invention, diffusion (or communication) through the
social system, time and consequences. The information flows through networks.
The nature of networks and the roles opinion leaders play in them determine the
likelihood that the innovation will be adopted.
